High Point Regional competes with three national healthcare brands and had recently merged with UNC Health Care. They faced limited awareness of their own clinical care and what UNC offered their community. Would High Point retain their commitment to their local community?
Based on quantitative research and internal interviews, KMI crafted a strategic plan that leveraged local loyalty for the hospital and built on it with a believable, emotionally engaging rallying cry from High Point’s staff: “We Will.”
Through TV, radio, print, outdoor and online banner ads, the campaign used actual doctors and staff promising that “we will” comfort, heal, respect, listen, empathize, enlighten, empower, embrace and care for their local community.
Within six months of the brand campaign launch, High Point Regional tracked the following results:
In fact, the campaign was so well received that UNC asked us to adapt it for three of their other community hospitals.